Applebee's Strikes a Deal with the NFL: A Strategic Move for the Restaurant Chain

Applebee's, a well-known casual dining restaurant chain, is capitalizing on the immense popularity of the NFL to strengthen its position as a preferred dining destination during the football season. This strategic partnership aims to tap into the passionate fan base and solidify Applebee's place in the minds of football enthusiasts.

Applebee's: A Restaurant with Strong NFL Fan Appeal

Applebee's has successfully cultivated a loyal following among NFL fans, and the brand's recognition among this demographic is a testament to its effective marketing strategies. A YouGov survey reveals that Applebee's boasts a remarkable 92% awareness rate among NFL fans, making it the most recognizable restaurant brand within this segment.

Appealing to Fans: Exclusive Promotions and NFL-Themed Delights

The partnership includes exclusive NFL-themed promotions designed to entice football fans. One highlight is the irresistible offer of 50-cent boneless wings on game days, a promotion that cleverly taps into the longstanding tradition of wings as a staple for football-watching gatherings.

• This promotion strategically leverages the strong association of chicken wings with sports, especially during events like the Super Bowl, where Americans consumed an estimated 1.5 billion wings.
• Applebee's also introduces "bucket cocktails," group-sized drinks served in buckets, designed to boost foot traffic during NFL games and complement their popular "America's Favorite Boneless Wings."

The Applebee's Franchise: Capitalizing on the Partnership

This strategic partnership could benefit Applebee's franchisees by attracting more customers during the NFL season, leading to increased sales and revenue.

• The NFL-themed promotions and offerings can create a unique and engaging experience for customers, enhancing their overall dining experience.
• The increased foot traffic from NFL fans could also benefit franchisees by generating additional sales of other menu items.

Applebee's and IHOP: A Joint Restaurant Concept

In March 2023, Applebee's announced a unique partnership with IHOP, a popular breakfast and brunch chain, to launch a combined restaurant concept. Dine Brands Global, the parent company of both chains, will open co-branded establishments featuring combined cooking areas and seating arrangements. While sharing the space, the restaurants will maintain separate areas to preserve their distinct identities.

Applebee's Marketing Strategy: Targeting Football Fans

Applebee's marketing strategy revolves around appealing to football fans by leveraging the popularity of the NFL. By associating itself with the NFL, Applebee's aims to create a strong emotional connection with its target audience and position itself as a go-to destination for football enthusiasts.

• The 50-cent boneless wings promotion, which aligns with the traditional consumption of wings during football games, serves as a powerful marketing tool to attract customers.
• The "bucket cocktails" offer a fun and social experience, making Applebee's an appealing option for group gatherings during NFL games.
• Applebee's strong awareness among NFL fans, as revealed by YouGov's survey, demonstrates the effectiveness of their marketing strategy.

Beyond the NFL: Applebee's Future Prospects

Applebee's strategic partnership with the NFL, combined with its unique joint restaurant concept with IHOP, indicates its commitment to innovation and growth. These initiatives aim to attract a broader audience, increase sales, and solidify Applebee's position in the competitive casual dining market.

• The success of these partnerships will depend on factors such as customer response to promotions, the effectiveness of marketing campaigns, and the overall dining experience offered.
• Applebee's commitment to innovation and strategic partnerships suggests its intention to remain a prominent player in the casual dining landscape.